HBO is close to launching their standalone streaming service, HBONow, but that’s not the only place where the premium network is embracing streaming video. In an effort to grab a larger audience for returning comedy Silicon Valley, HBO will stream a clip from the first episode of the new season on the gaming-focused site ahead of the premiere. Viewers will then have the chance to stream the series pilot on Twitch, a move that HBO hopes will hook a whole new group of viewers.
The HBO comedy, which focuses on a group of start-up bros shares a similar audience with Twitch, caters to tech and social media savvy gamers and tech enthusiasts. The network is hoping that the show will find an appreciative audience on Twitch and lure more subscribers to the network which currently relies heavily on its breakout hit Game of Thrones to draw eyes and subscriptions.
This isn’t the first time that HBO has used streaming video to promote new shows: pilots and season premieres of shows like Girls, The Newsroom, The Leftovers, and Looking have all streamed for free on platforms like YouTube and Yahoo Screen. However, this is the first time Twitch has been tapped to promote a fresh HBO series, a sign of the rising clout of the streaming service and its growing audience. The deal will also see series stars Thomas Middleditch, Kumail Nanjiani, Martin Starr, and Zach Woods visit Twitch headquarters for a promotional event during which they will broadcast some gaming content of their own and participate in a question and answer session with viewers.
The show will be available on Twitch’s main channel starting at 3pm Eastern. Fans can look forward to the Twitch/Silicon Valley event which will streaming live on April 8th.